Analisis Pengaruh Iklan Tiktok Shop Terhadap Perilaku Niat Beli Dan E-Wom Studi Kasus Bioaqua

Rifqi, Mohammad (2023) Analisis Pengaruh Iklan Tiktok Shop Terhadap Perilaku Niat Beli Dan E-Wom Studi Kasus Bioaqua. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Seiring dengan maraknya penggunaan media sosial TikTok, pada tahun 2021 TikTok meluncurkan fitur terbarunya yakni TikTok Shop yang memudahkan bagi para pelaku bisnis ataupun pemasar untuk mengembangkan usahanya. Disisi lain TikTok Shop juga memberikan fitur tambahan berupa Ads Manager berupa layanan iklan yang diberikan oleh TikTok kepada penjual untuk membuat dan mengelola iklan. Salah satu brand yang berhasil memanfaatkan fitur tersebut adalah BioAqua yang bergerak dalam industri perawatan kulit dan kecantikan. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh iklan TikTok shop terhadap perilaku e-wom dan niat beli konsumen dengan studi kasus produk BioAqua. Penelitian ini menggunakan tujuh variabel yang diteliti yakni personalization, perceived creativity, perceived informativeness, ad click, product evaluation, e-wom, purchase intention. Penelitian dilakukan di Indonesia dengan jumlah responden sebanyak 209 orang serta menerapkan pendekatan kuantitatif dengan analisis Partial Least Square-Structure Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh pada variabel personalization terhadap perceived creativity, variabel personalization terhadap perceived informativeness, perceived informativeness terhadap ad click, ad click terhadap product evaluation, product evaluation terhadap e-wom dan product evaluation terhadap purchase intention. Selain itu terdapat satu hipotesis yang ditolak pada penelitian ini yaitu kaitan antara variabel perceived creativity terhadap ad click. Implikasi yang diberikan kepada pemilik bisnis yakni merancang konten iklan yang relevan dengan kebutuhan konsumen agar informasi yang disampaikan mudah diterima.
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Along with the increase in TikTok users, in 2021 TikTok launched its newest feature, namely the TikTok Shop, which makes it easier for business people or marketers to develop their business. On the other case, TikTok Shop also provides additional features in the form of Ads Manager in the form of advertising services provided by TikTok to sellers to create and manage advertisements. One of brand that has successfully utilized this feature is BioAqua, which is engaged in the skin care and beauty industry. The purpose of this research is to analyze the effect of TikTok Shop advertising on e-wom behavior and consumer buying intentions by studying the case of BioAqua products. This study uses seven variables studied, namely personalization, perceived creativity, perceived informativeness, ad clicks, product evaluation, e-wom, purchase intention. The research was conducted in Indonesia with a total of 209 respondents and applied a quantitative approach with Partial Least Square-Structure Equation Modeling (PLS-SEM) analysis. The results showed that there was an influence on personalization variables on perceived creativity, personalization variables on informative perceptions, informative perceptions on ad clicks, ad clicks on product evaluation, product evaluation on e-wom and product evaluation on purchase intentions. In addition, there is one hypothesis that was rejected in this study, namely the relationship between the variable perception of creativity on ad clicks. The implication given to business owners is to design advertising content that is relevant to consumer needs so that the information conveyed is easily accepted.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Media Sosial, Iklan, BioAqua, Social Media, TikTok Shop, Advertising,
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mohammad Rifqi
Date Deposited:	02 Feb 2023 02:18
Last Modified:	02 Feb 2023 02:18
URI:	http://repository.its.ac.id/id/eprint/96002

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